INVESTIGATINGTHE SOURCEATTRIBUTES INFLUENCINGCONSUMERS’ CREDIBILITY EVALUATIONS OF AN ATHLETE-CELEBRITY ENDORSED PRODUCT
The use of celebrity endorsement as an advertising strategy has been widelyembraced by numerousorganisations. Nonetheless, scholarly wisdom suggests theneed for cumulative research that seeks to identify the unique set of source factorsthat enhance the credibility of advertising communica...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Social Sciences Research Society
2017-01-01
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| Series: | International Journal of Social Sciences and Humanity Studies |
| Online Access: | http://www.sobiad.org/ejournals/journal_IJSS/arhieves/IJSS_2017_2/b-bafokeng.pdf |